New Audience Initiative Howard Herring President and CEO, New World Symphony

New Audience Initiative Howard Herring

President and CEO, New World Symphony

Alternate Concert Formats

Encounters Pulse

$2.50 Mini Journey (Extended Traditional)

$2.50 Mini-

Concerts

• 30-minute concerts performed at 7:30 and 8:30 PM

• All tickets $2.50

• Short, live commentary by one or two musicians, accompanied by projection of complementary images and videos

Mini-Concert Findings

Mini-Concert Findings

ENCOUNTERS

ENCOUNTERS

Encounters Findings

PULSE – LATE NIGHT AT NEW WORLD SYMPHONY

Pulse Findings

Pulse Findings

Comparing Format Effectiveness of Attracting New Patrons

Satisfaction RatingsWhile longer programs can offer more variety, the value and impact

derived from shorter concerts can be very strong.

Alternate Performance Formats Outperform Traditional Formats in Attracting New Audiences

(Paid Events in 2012-13 Season)

48

10

1435

1104

Alternate Performance Formats Outperform FREE Events in Attracting New Patrons

(2012-13 Season)

27

10

686

1104

Returning Audiences Within a Neural Network of Delivery Options

Current Format Experiments

• Educational formats• Introductory concert formats• Multi-disciplinary presentations

• Theatrical presentations• Social formats

• Use of visual elements

Link to video:https://www.youtube.com/watch?v=F2zYjh2k0yY&feature=youtu.be

Link to video:https://www.facebook.com/photo.php?v=10151894648671863

First Fridays

ReMix

Atlanta42%

Charlotte25%

Dallas41%

Detroit52%

Indianapolis21%

Kansas City34%

San Diego53%

0

500

1000

1500

2000

2500

418195 220 130

233365 337

575

549315

120

882 696

303

757

400

214

451357

1591

Venue Capacity, Ticket Sales, andNew Audiences

Remaining Capacity

Returning

New

Partner Orchestras and Average % New Audiences per Event

Num

ber

of T

icke

ts

Changes at NWS Resulting from Audience Research• Encounters:

• Audiences told us they were uncomfortable when the experience began with a long statement from Jamie Bernstein. They wondered whether they were at the right event. Now, we have a Fellow provide a short description of the evening and introduce Jamie.

• Reception moved to post-concert instead of pre-concert• Name change from original title of “Symphony with a Splash”

• Pulse:• The audience was quick to say they wanted access to the play lists for

the evening, both our repertoire and the DJ's choices. Now, we project them on our acoustic sails and provide a link for them to use after the experience.

• Addition of acoustic set• Amplification in the hall• Use of IMAG• “Shhhhhhhh” projections• Different DJs and more integration of DJ with orchestra

To make this work, you need:

An artistic director who believes in pursuing new audiences;

A staff that can be creative and clever within the development cycle;

Musical artists who understand the philosophy and are ready to deliver excellent performances and engage audiences informally before and after the concert presentations, and

Facilities that support your strategic goals.

Create your own new Format

Images courtesy of shopmadeinchina.com

Build A New Audience

• Identify a target audience that is of particular interest; a group from your community that is currently not part of the classical music audience.

• What adjustments would you make to your concert content and marketing to attract this group?

“Poetry (like a grand personality) is a growth of many generations---

many rare combinations.To have great poets, there must be

great audiences, too.”

-Walt Whitman Ventures, on an Old Theme

NEA Survey of Public Participation in the ArtsSeptember 2013

In 1982, 13% of the U.S. adult population attended at least one classical music concert (22.1 million people).

In 2012, that dropped to 8.8% (20.7 million people).

What makes a great audience?

Size – bigger is better

Knowledge – informed leads to transformed

Participation – as listeners in surrounding social contexts

Relevance – shared experience meeting intellectual stimulation, emotional engagement, and aesthetic growth

Change of Culture that Builds Audiences

Internal Changes:Inclusive TeamsUnderstanding of MediaAdvocacy by all members of the community

External Changes:Enhanced BrandAlternate FormatsSocial Media Use

“Music (like a grand personality) is a growth of many generations---

many rare combinations.To have great music, musicians, and

music institutions, there must be great audiences, too.”

For more information, contact:

Howard HerringNWS President & CEO

howard.herring@nws.edu

Rayna DavisDirector of Audience Development

rayna.davis@nws.edu

Or Visit: www.nws.edu/research